Measuring the ROI of sales training

Conducting and carrying out sales training is a common tactic used by a variety of businesses to improve bottom line performance. In addition to teaching members of staff new skills and expertise, it can also change an employee’s attitude and behaviour at work. What’s more, teaching and tuition may even fuel your workforce’s thirst for knowledge, thus improving personal development and increasing promotion opportunities.

However, what is the point of performing training courses or programmes if you do not measure how successful they have been? On top of that, you may never know whether your ROI was worth it in the end.

The majority of organisations will probably look at their end of quarter to sales to see whether the cost of training has been cancelled out by greater turnover and bigger profit margins. Unfortunately, this doesn’t provide an in-depth understanding of what employees benefitted from the most, which training techniques were more effective, how the business can improve on coaching in the future and whether the invested capital made a difference.

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